COMMUNITY EDUCATION AND MARKETING SUB PLAN · 2019-04-25 · Community Safety Marketing Communications Plan and the TCC Communication Operational Procedure. Contact the LDC for more

Version 5.0

COMMUNITY EDUCATION AND MARKETING SUB PLAN

Townsville Local Disaster Management Group VERSION 5.0 April 2019 Community Education and Marketing Sub Plan

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Endorsement This plan is recommended for distribution by the Townsville Local Disaster Management Group.

Wayne Preedy ESM Local Disaster Coordinator Townsville Local Disaster Management Group Date: 10 / 04 / 2019

Cr Jenny Hill Chair Townsville Local Disaster Management Group Date: 10 / 04 / 2019


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Consultation Organisation Name of consulted Date

distributed Comments received

Townsville City Council Wayne Preedy 28/03/2019 28/03/2019 Townsville City Council Catherine Jordan Townsville City Council Anthony Templeton 28/03/2019 28/03/2019 Townsville City Council Lauren Filbee 28/03/2019 28/03/2019 Townsville City Council Stacey Gibson 28/03/2019


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Contents

Endorsement ....................................................................................................................... 2 Consultation ....................................................................................................................... 3 Contents ............................................................................................................................. 4 Document Control ............................................................................................................... 5

Amendment Control .................................................................................................... 5 Amendment Register ................................................................................................... 5 Abbreviations List ....................................................................................................... 5

Plan Matrix .......................................................................................................................... 7 Part One - Overview ............................................................................................................ 8

1.1 Purpose ................................................................................................................. 8 1.2 Objective ............................................................................................................... 8 1.3 Authority ............................................................................................................... 8 1.4 Functional Responsibility ...................................................................................... 8 1.5 Responsibilities of Agencies and Organisations .................................................... 9 1.6 Financial Arrangements ......................................................................................... 9 1.7 Relevant Issues ..................................................................................................... 9

Part Two – Communication Process ...................................................................................... 10 2.1 Context ................................................................................................................. 10 2.2 Key Message Content ............................................................................................ 10 2.3 Distribution of Key Messages ................................................................................ 10 2.4 Distribution of Key Messages to Identified Vulnerable groups .............................. 11

Part Three – Public Education Program ................................................................................. 12 3.1 Annual Program Schedule ..................................................................................... 12 3.2 Previous and Ongoing Campaigns ......................................................................... 13 3.3 Recently Implemented Campaigns ........................................................................ 13 3.4 Future Campaigns ................................................................................................. 14 3.5 Surveys and Analysis ............................................................................................. 14

Related Documents ............................................................................................................. 15 Annexure ............................................................................................................................ 16

Annexure A – Previous and Ongoing Campaigns/Projects List .................................... 16


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Document Control

Amendment Control The Community Education and Marketing Sub Plan is a controlled document. The controller of the document is the Townsville Local Disaster Coordinator (LDC). Any proposed amendments to this plan should be forwarded in writing to: The LDC may approve inconsequential amendments to this document. The LDC will ensure that any changes to the content of the document will be submitted to the Townsville Local Disaster Management Group (TLDMG) for approval and be endorsed by the Townsville City Council.

Amendment Register

Amendment Plan Updated

Version No. Issue Date Inserted by Action Date 01 Initial Plan

September 2013 Allen Morris Initial Plan 30 September 2013

02 October 2015 Gavin Hammond

Annual Review 25 October 2015

03 November 2016 Catherine Jordan

Annual Review 1 November 2016

04 January 2018 Wayne Preedy Annual Review 5 January 2018

05 January 2019 Wayne Preedy Annual Review 28 March 2019

Abbreviations List BOM Bureau of Meteorology KPI Key Performance Indicator LDC Local Disaster Coordinator MarComms Marketing and Communications QFES Queensland Fire and Emergency Services RACF Residential Aged Care Facilities TCC Townsville City Council TLDMG Townsville Local Disaster Management Group TLDMP Townsville Local Disaster Management Plan

Local Disaster Coordinator Townsville City Council PO Box 1268 Townsville, QLD 4810


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Townsville Local Disaster Management Group VERSION 5.0 January 2018 Community Education and Marketing Sub Plan

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Plan Matrix


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Part One - Overview

1.1 Purpose The purpose of the Community Education and Marketing Sub Plan is to provide an overview of the public education programs and campaigns implemented by Townsville City Council (TCC), which convey key messages regarding disaster/emergency mitigation, preparedness, response and recovery to all facets of the local community.

1.2 Objective The objective of the Community Education and Marketing Sub Plan is to deliver public education programs designed by Townsville City Council, in conjunction with partner agencies (e.g. Queensland Fire and Emergency Services (QFES) and the Townsville Local Disaster Management Group (TLDMG)), that:

• Provide a detailed explanation of particular hazards; • Provide details of practical measures residents can take prior to, during and after a

disaster/emergency event to help them mitigate, prepare for, respond to and recover from the potential impacts of an event;

• Promote the community’s self-reliance through personal planning; and • Encourage the public to “be aware” through ongoing media campaigns.

1.3 Authority This plan forms a sub plan of the Townsville Local Disaster Management Plan (TLDMP) and is developed under the authority of the Disaster Management Act 2003. This sub plan will be managed in accordance with the administrative and governance processes outlined within the TLDMP including approval, document control, distribution and review and renew. This plan will be reviewed annually by the Local Disaster Coordinator (LDC) of the TLDMG and reissued as necessary.

1.4 Functional Responsibility The LDC is to ensure all agencies and members of the TLDMG are aware of these arrangements. The coordination and distribution of these programs is the responsibility of council’s Community Engagement Department, as per their TCC Emergency Management Communication Plan and TCC Community Safety Marketing Communications Plan.


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1.5 Responsibilities of Agencies and Organisations The release of information to the community is the responsibility of the LDC as directed by the Chairperson of the TLDMG or his/her delegate. This will be done in conjunction with representatives of lead agencies and/or support agencies of the TLDMG, who are responsible for the input of relevant information to this process.

1.6 Financial Arrangements The programs described under this sub plan are funded by the Townsville City Council and are subject to the relevant financial procedures of the departments which oversee them.

1.7 Relevant Issues The Community Education and Marketing Sub Plan provides an overview of the range of public education programs and campaigns, which council delivers to the local community to learn about disaster and emergency mitigation, preparedness, response and recovery. Details of each program and responsibility for implementation are set out in the TCC Emergency Management Communication Plan, TCC Community Safety Marketing Communications Plan and the TCC Communication Operational Procedure. Contact the LDC for more information. The public education programs and campaigns under this sub plan have been developed to complement similar state-wide campaigns implemented by the Queensland government, such as the ‘Get Ready’ campaign reinstated across the state in preparation for the coming wet season. Campaigns at both state and local levels are focused on improving the disaster resilience of Queensland’s many at-risk communities.


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Part Two – Communication Process

2.1 Context North Queensland has a long history of extreme weather events, the most common of which include:

• bushfires; • tropical cyclones; • storm tides; • localised flash flooding; and • riverine flooding. • heatwave

In order to reduce the risk to both people and property, Townsville City Council actively delivers ongoing and seasonal messages about these and other hazards through a range of public education programs.

2.2 Key Message Content Due to the recurrent nature of disaster events in the Townsville local government area, council has implemented public education programs and campaigns on a cyclical basis, focusing on tropical cyclones and their associated hazards during the wet season and bushfires during the dry season. Throughout the year, in the immediate lead up to, and during the wet and dry seasons, council conveys key messages about how to mitigate, prepare for, respond to and recover from the impacts of potential natural hazards and emergency events that are common to the region. More detailed information about programs and campaigns is listed in the TCC Emergency Management Communication Plan.

2.3 Distribution of Key Messages Key messages and printed collateral are distributed to the community through a range of delivery methods, including:

• Council’s Emergency Management Dashboard (disaster.townsville.qld.gov.au); • Council’s website; • Council’s social media (i.e. Facebook, Twitter, Instagram); • Local radio and television; • Print media (press, billboard, brochures); • Digital media; • Workshops; • Community display events; and • Awareness presentations to schools and community groups.


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2.4 Distribution of Key Messages to Identified Vulnerable groups Townsville City Council understands that some members of the community may need to be specifically targeted with disaster and emergency campaigns and education programs due to their increased vulnerability to the adverse impacts associated with these events. To ensure the effective distribution of key messages, council collaborates closely with the local organisations and agencies that represent vulnerable groups in the community in order to develop meaningful and specific educational tools and campaigns. Townsville City Council has adapted its communications processes within its public education program to reflect the following principles as per Communicating with People with Disability: National Guidelines for Emergency Managers, in order to target all vulnerable groups in the community.

• Only distribute necessary and relevant information; • Verbalise visual information, including phone numbers and website details; • Use multiple information and presentation formats; • Keep information consistent, accurate, short and sharp; • Use clear language and simple sentences; and • Developed construction videos and printed collateral demonstrating the correct actions to take

leading up to a disaster event. For a detailed list of groups identified as potentially vulnerable in the Townsville region and their representative organisations/networks, refer to the TLDMP - Annexure D – Community Consultation List.


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Part Three – Public Education Program

3.1 Annual Program Schedule Council’s Annual Program Schedule includes a range of community information, public education and planning events facilitated by relevant council departments that target the spread of emergency and disaster preparedness key messages to all demographics and groups in the region. Event Examples Summary Timing Corporate Events

Cyclone Sunday

• Annual, free council event held at Strand Park

• Targets all members of community • Official “kick off” for the wet season

Includes information displays/stalls/activities

Annually, early November

Eco Fiesta • Annual, free council information expo held at Queens Gardens

• Targets general community particularly those interested in the environment

• Focuses on environmental impact of disaster events

Annually, June

Seniors Lifestyle Expo • Annual, free council information expo held at RSL Stadium

• Targets seniors/community and aged care organisations

• Includes information display/activities with EMQ

Annually, August

International Men’s Day

• Annual, free council information expo held at Townsville RSL Stadium

Annually, November

Meetings with community stakeholders/ organisations

Townsville Aged Care Partnership Group Agreement (TACPG)

• MOU between Townsville’s Aged Care Facilities

• Mutual commitment to share resources and facilities in the event of an emergency/disaster and/or evacuation of one or more facilities

Meetings held annually

Aged Care Assessment Team (ACAT), Residential Aged Care Facilities (RACF), and Community Care Providers Forum

• Deliver information and brochures to organisation involved in the regular support of special needs groups within the community

Meetings held three (3) times per year


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Event Examples Summary Timing Community Events

Rotary Markets • Cyclone/wet season preparedness and information stall operated by council

Annually, October - December

James Cook University ‘O-Week Market Day’

• Cyclone/wet season preparedness and information stall operated by council, targeting new students to the local area

Annually, February and July

Defence Welcome Expo

• Cyclone/wet season preparedness and information stall operated by council, targeting new Defence personnel and families to the local area

Annually, February

Presentations Schools and Community Groups

• Cyclone/wet season preparedness and information presentations delivered by council’s Emergency Management staff throughout the year

Annually, as requested

Discussions Caravan Parks and Marinas

• Cyclone/wet season preparedness visits and provision of resource materials

Annually, October -November

3.2 Previous and Ongoing Campaigns Refer to Annexure A for a complete list of previous and ongoing projects/campaigns that have been and continue to be implemented by council.

3.3 Recently Implemented Campaigns In the lead up to the 2014/15 wet season, council developed an education campaign that focused on the Storm Tide Evacuation Guide. The objectives of this campaign were to:

• Ensure that the community was fully informed about their roles and responsibilities in an evacuation event

• Develop a level of confidence within the community of Council’s ability to deal with a major disaster event

• Ensure that evacuation zones were easy to understand and made obvious

• Develop a profile of community groups in high risk areas

• Develop the plan in partnership with other agencies involved in disaster management.

This initiative was achieved through a series of communication channels including: • A direct mail out to all residents in the coloured storm tide areas of Townsville


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• Reminder coloured zone sticker for placement in homes

• Re-design and print of the Storm Tide Evacuation Guide

• TV, radio, press, website and social media campaign to communicate messages.

Townsville City Council also secured another three-year partnership with two (2) other Queensland councils (Burdekin and Hinchinbrook Shire Councils) and QFES, in a community education campaign focusing on cyclone preparedness. The partnership included sharing the advertising costs in billboard and television advertising of key warning and preparation messages for Tropical Cyclones and Bushfires every six (6) months during the wet and dry seasons.

3.4 Future Campaigns Future campaigns, which focus on cooperation and collaboration between council’s Emergency Management and Marketing and Communications (MarComms) staff, will ensure key messages about disasters and emergency preparedness are accurately and effectively delivered to the Townsville community. Council’s Community Safety MarComms Team will be the focus of this continued and strengthened collaboration, including regular communications between MarComms and Emergency Management staff.

3.5 Surveys and Analysis

Council undertakes regular community surveys, customer service feedback and market research analysis. Key Performance Indicator (KPI) ratings, event-specific questionnaires, customer service calls and website statistics are used to measure the effectiveness of the TCC Community Safety Marketing Communications Plan and determine if they achieve their core objectives. The outcomes of this analysis will:

• assist the direction of future campaigns; • ensure the relevance of current campaigns; and, • ensure that the resources utilised for the various preparedness campaigns are providing true

value to the community.


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Related Documents Queensland Disaster Management Act 2003

Townsville Local Disaster Management Plan

Communicating with People with Disability: National Guidelines for Emergency Managers

TCC Communication Operational Procedure

TCC Community Safety Marketing Communications Plan

TCC Emergency Management Communication Plan

TCC Emergency Management – Internal Communication Plan


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Annexure

Annexure A – Previous and Ongoing Campaigns/Projects List

PROJECT/CAMPAIGNS YEAR TARGET GROUP METHOD

Disaster Management Education in Schools

Annually Primary and secondary school children

Presentations/interactive activities/ brochures

Disaster Management Education for community organisations

Annually Local community and staff

Presentations/ brochures

Disaster Management Education and evacuation preparedness

Annually Nursing homes and retirement villages

- Refer to Townsville Aged Care Partnership Group Agreement - Presentations/ brochures

Disaster Management Education and evacuation preparedness

Annually Caravan Parks and Marinas

Annual visits to distribute brochures and update local information

Community Information on Council’s website

Annually General Community Relevant, up-to-date information and maps available

Disaster Management Information in ‘City Update’

Annually General Community Council information document sent to all residents quarterly

Billboard ads on Preparedness for disaster events

Annually (commenced 2008)

General Community and travelers/visitors

In conjunction with adjacent Councils

‘Cyclone Sunday’ wet season preparedness community expo

Annually (commenced 2008)

General Community In conjunction with local TLDMG members and government organisations

Disaster Management displays at council community events and markets

Annually General Community Relevant, up to date information and maps available

Tsunami Evacuation Guide 2008 Coastal and low-lying suburbs

Brochure delivered to residents in area

2011 Coastal and low-lying suburbs

Updated and reissued

‘Bullywind Bob’ - local content book for children regarding cyclones

2009 5 year-old/ Pre-school children

Books produced and distributed to all local primary schools and libraries


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2013 5 year-old/ Pre-school children

- E-book made available online through council - Prepared in conjunction with EMQ

Storm Tide Evacuation Guide 2011 Coastal and low-lying suburbs

Brochure delivered to residents in colour-coordinated at-risk zones in Guide

Disaster Preparedness DVD and Brochure

2011 Migrant and Indigenous within local community

DVDs and brochures distributed to local agencies

Asbestos cleanup after disaster events

2012 General Community Plans and kits prepared for distribution when required

Advertising templates for TV 2013 General Community Ads on key messaging for disaster events

Document scanning 2013 General Community Scanners installed in libraries for residents to copy key personal documents to USBs

Waterproof document holders/wallets and USBs

2013 General Community Distributed at 2013 ‘Cyclone Sunday’ event

Storm Tide Evacuation Guide, education campaign

2014/15 People in affected storm tide zones

Brochure refresh, tv, radio, print, web, social

Get Ready USB Campaign (get ready funding)

2015/16 General Community Campaign to educate people on safely storing important documents

Townsville Bulletin Storm and Cyclone Guide

Annually General Community Campaign in partnership with the Townsville Bulletin, printed guide in the bulletin the day prior to Cyclone Sunday

General Mosquito Awareness 2015/16 General Community Campaign to educate the community on mosquitos, how to prevent dengue outbreaks, what council does to manage mosquitoes. Tools used include new info graphic marquee, mossie wheel of knowledge, billboard, bus wraps, new tvc, web, social media


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Get Ready Digital Campaign 2016/17 General Community Campaign to educate and prepare community for the storm season ahead via digital billboards and digital display ads. Also allows us to upload specific disaster related messages as a storm approaches with minimal timeframes and display ads to targeted audiences based on key demographics

Emergency Management Dashboard (disaster.townsville.qld.gov.au)

2017 General Community User-friendly information sharing platform, which allows the TLDMG to communicate Emergency News and other essential information about disaster events, as well as provides a “one-stop shop” for users to obtain important updates from Emergency Services, Transport & Main Roads, Bureau of Meteorology, etc.